Trade Show 참가업체의 성공전략에 관한 연구

A study on the strategy for success of companies participating in Trade Show

Nowadays the largest challenge of exporting corporations is to secure customers. To realize the first export, especially, they depend on buyer list, sending DM as per information obtained from overseas trade office, introduction by relevant companies or invitational event for buyers introduced by KOTRA, Agricultural and Marine Products Distribution Corporation or export promotion section of local government. This is extremely challenging in that customer may be barely secured, spending considerable time and effort. As of June 2005, Korea exported US$ 136.5 billion, most of which is composed of IT, cellular phone, shipbuilding, automobile and so on. However, it is also like seeking future in obscure uncertainty because of adverse factors such as weak dollar, shrunk global market, rising price of crude oil, etc. The fighting spirit of conventional manufacture industry to find new export market in more disadvantageous situation is even desperate and gruesome. Notwithstanding, Agricultural and Marine Products Distribution Corporation and KOTRA are expanding positive export drive policies, among which the support for overseas Trade Show is believed to be very useful policy for exporting companies which intend to export products. Especially, supporting organization such as Agricultural and Marine Products Distribution Corporation contribute to publicize the excellence and originality of Korean products in each Trade Show held in Southeast Asia by inviting Korean entertainment stars. This is the very marketing that only we can do. As efficient utilization method of Trade Show as well as method of integrated marketing means, positive utilization of the Korean boom which is envied overseas could make good result. Above all, the participant companies shall positively establish marketing strategy to ensure successful result in the Trade Show. In addition, it is expected that well recognizing contents commented in this dissertation may realize Trade Show that can produce second best effect at least, though not the best one. It is very regretful that this study is superficial in spite of the intention to discuss program of successful strategy of more Trade Show. I promise that I will do best to help exporters, especially those engaged in food industry through better study in the future.